AOL Ad Platform Adds Machine Learning

One-time online juggernaut AOL is expanding its digital advertising platform to incorporate analytics with the goal of marrying machine learning with ad design to gauge the success of targeted advertising across different formats and platforms.AOL, which became a subsidiary of telecom giant Verizon in June, said this week that expansion of its “One Creative” automation platform is designed to help advertisers evaluate the performance of targeted ads in different formats, screens and devices. The platform leverages real-time behavioral and engagement data to automatically customize digital ads. AOL’s machine-learning platform would not replace humans in the creative process, the company stressed, but rather would “empower” agencies with data and automation to make targeted pitches more effective. AOL estimates that marketers spend about 30 percent of their digital ad budgets on creative…